The ad “Rombo” has many structural and direct metaphors that create rhetorical effect. For instance, one can point out “negative attack machine”; a metaphor that refers to the primary presidential campaign as if it was a battle. Interestingly, the ad uses of humor in order to persuade by appealing to the audience’s emotions (pathos). When the narrator says: “At this time, Romney firing his mud at Rick Santorum” I personally realized a sarcastic tone. In addition, Romney’s credibility was attacked through an appeal to ethos when the narrator says: “Romney’s trying to hide from his big government Romneycare and his support for job-killing cap-and-trade.” Yet, “Mitt Romney’s ugly attacks are going to backfire”; the metaphor “ugly attacks is interestingly used in an attempt to appeal to the audience’s emotions; it implies Mitt Romney’s unethical behaviors.